NIVEA INITIATIVE FOR A SCHUPPEN-FREE GERMANY by Serviceplan Munich for Nivea

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NIVEA INITIATIVE FOR A SCHUPPEN-FREE GERMANY

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Industry Cosmetics & beauty products, Shampoos
Media Direct marketing
Market Germany
Agency Serviceplan Munich
Creative Director Friedrich Von Zitzewitz, Daniel Koennecke
Art Director Michael Wilk, Anja Singer
Copywriter Frances Rohde, Oliver Schwank
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NIVEA
Product/Service: ANTI-DANDRUFF SHAMPOO
Agency: SERVICEPLAN
Date of First Appearance: Aug 2 2010
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://www.wegmitdenschuppen.de/blog/
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Friedrich von Zitzewitz (plan.net)
Creative Director: Daniel Koennecke (plan.net)
Copywriter: Frances Rohde (plan.net)
Copywriter: Oliver Schwank (plan.net)
Art Director: Anja Singer (plan.net)
Art Director: Michael Wilk (plan.net)
Media placement: Viral Media - Blogs - 02.08.2010

Describe the brief/objective of the direct campaign.
NIVEA FOR MEN is launching three new Anti-Schuppen Shampoos. Previously, the attention of men should be grabbed. In this process new as well as existing NIVEA consumers were supposed to be attracted.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Necessary to know: The German word "Schuppen" has two meanings: shelter and dandruff.

A web designer and a blaster are founding for us an initiative for a Schuppen-free Germany. They want to relieve entire Germany from ugly Schuppen. Beginning with the Schuppen of their own woodshed. Since 2 people are not an initiative yet they are advertising for their project on an internet-blog. Everyone, who wants to see the Schuppen being blown up, has to click. The 1,000,000 click blows up the Schuppen. On the internet-blog the user can see the explosion live. After the explosion the clarification takes place. So in the end we have reached maximum attention for the launch of the Anti-Schuppen Shampoos.

Explain why the creative execution was relevant to the product or service.
Schuppen Shampoos are a low interest product. Through this campaign we have met the target groups curiosity and attention previously to the product launch. We placed a banner on the Nivea website which would direct people to the Schuppen site. In forums as well as blogs users discussed a lot about the question whether a brand is the background of the action. Some users even guessed that the action is about a new Anti-Schuppen Shampoo. Since NIVEA is rather communicating conservative, the users did not expect the brand NIVEA behind this action. The innovative action initiated a "wow-effect“. This positively influenced the brand as well as the product sales oft he new NIVEA Anti-Schuppen Shampoos.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Result: 1 Mio. Clicks from over 650,000 Participants.